author(s)
Ramu and Thirumurugan R

abstract
Marketers often use "brand awareness" as a vague objective, indicating a lack of clarity on the true impact of their digital campaigns. When asked about the business impact of a social media campaign, a typical response is "it's good for brand awareness," revealing a lack of understanding. The digital age has brought numerous advantages to branding, including increased reach and engagement. To succeed, organizations must develop a robust framework for planning, implementing, and measuring digital campaigns. It will help marketers build a measurable digital strategy based on clear objectives, enabling them to evaluate campaign effectiveness and make data-driven decisions. The digital age has transformed the global market, requiring organizations to adapt and innovate. The book will provide a real-world example of a leading global brand that successfully navigated digital age challenges. Ultimately, the digital age requires marketers to be more strategic, measurable, and consumer centric. By adopting a structured approach to digital marketing, organizations can unlock the full potential of branding and drive business growth. Key takeaways: - "Brand awareness" is often used as a vague objective. - Measuring ROI for digital campaigns is challenging. - Clear objectives and metrics are essential. - Conceptual frameworks can aid marketing planners. - Understanding consumer behaviour is crucial. - A robust framework is necessary for effective digital marketing.